Wickes has renewed its sponsorship with TalkSport, the world's biggest sports radio station, for another year.
The deal, which builds on a four-year relationship between the DIY and trade retailer and the broadcaster, makes Wickes the main sponsor of the new Colin Murray and Friends show running weekdays between 10am and 1pm.

Wickes will have live on-air accreditation during the programme and be included in a number of branded features to be launched throughout the year designed to engage with Wickes' key target trade audience.

The first is a daily 30-minute slot called 'The Wickes Phone-In', in which listeners can talk to Colin Murray and share their opinions on the latest topical sports news. The best comment each day will be awarded £100-worth of Wickes vouchers.

Robert Honeywood, sponsorship manager at Carat Sponsorship, which brokered the deal, said: "The roll-out of branded features throughout the year is part of a wider strategy that will help us deliver bottom-line business value for Wickes by keeping it front of mind for tradespeople, and build deeper customer loyalty."

TalkSport said the station had had "a fantastic partnership with Wickes for many years and it's a brand that works well with our listeners".